Core Insights - The global popularity of "C-Drama" (Chinese Drama) is on the rise, with significant growth in content viewership and search volume, surpassing Korean dramas in 2025 [1][3] - Chinese dramas are transitioning from being merely "seen" to being "loved," indicating a deeper cultural resonance and engagement with international audiences [1][8] Group 1: Industry Growth - In 2025, the content viewership of iQIYI International increased by 114.5%, marking a historical high [1][3] - Chinese dramas like "难哄," "藏海传," and "三十而已·曼谷篇" have achieved over 100 million views on overseas platforms, showcasing their growing influence [2] - The overseas revenue for Lingmeng Film and Television reached 33 million yuan, which is 2.5 times that of the same period in 2024 [2] Group 2: Company Strategies - Lingmeng Film and Television is focusing on international distribution, with its core drama matrix reaching 180 countries and collaborating with platforms like Disney+ and Netflix [2] - iQIYI has established a dual headquarters model with operations in Beijing and Singapore, enhancing its international business through localized teams in key markets [5] - Tencent's WeTV and Youku are also expanding their international presence, with strategies tailored to specific regions such as Southeast Asia and North America [4][5] Group 3: Content Innovation - Lingmeng's "三十而已·曼谷篇" represents a new approach to overseas adaptations, combining Chinese themes with local cultural elements to resonate with Thai audiences [6] - The success of "庆余年第二季" on Disney+ demonstrates the increasing bargaining power of Chinese IPs, allowing for simultaneous global releases [8] - The industry is focusing on content innovation to enhance viewer engagement and expand the volume of content produced [8]

Group 1 - Nanjing has become a favored location for film and television productions due to its rich cultural heritage, beautiful scenery, and supportive government policies for micro-short films [1][2] - The "iQIYI (Nanjing) Creator Industrial Park" has been established in Nanjing's Jiangbei New Area, providing a comprehensive base for micro-short film production, including office space, filming locations, and studios [2] - The park aims to create an integrated industrial chain for creation, filming, production, and distribution, enhancing opportunities for creators and promoting tourism through linked content [2] Group 2 - The "Law Eye Theater" micro-drama cooperation plan was launched, focusing on creating high-quality micro-dramas based on real legal cases, emphasizing social relevance and emotional depth [3] - Jiangbei New Area is actively supporting the micro-short film industry, with 104 short drama companies and over 820 short dramas produced, indicating a trend towards mainstream and high-quality content [3] - The upcoming Yangtze River Digital Audio-Visual Industrial Park is expected to sign 56 companies and produce over 480 short dramas, with an estimated total output value of 350 million yuan [3]

Core Viewpoint - The implementation of the "Regulations on the Supervision and Management of Online Trading Platforms" aims to address long-standing issues faced by merchants and consumers, establishing a fair, transparent, and trustworthy online trading ecosystem starting February 1, 2026 [1] Group 1: Transparency in Platform Rules - The new regulations will enhance the transparency of rule-making and modification processes, requiring platforms to prominently display rules on their homepage and ensure easy access for consumers and merchants [3] - Platforms must publicly solicit opinions from users and merchants before modifying rules, ensuring that reasonable suggestions are considered and documented for at least three years [3] - A communication and consultation mechanism will be established for significant rule changes, promoting collaborative governance rather than unilateral decision-making [3] Group 2: Protection of Membership Rights - The regulations specifically prohibit platforms from unilaterally changing membership rules to impose additional fees or reduce member benefits during the service period [5] - This legal framework aims to prevent practices like those seen in the iQIYI case, where members experienced a significant reduction in expected benefits due to sudden changes in service terms [4][5] Group 3: Fair Pricing Practices - The regulations address the issue of "big data price discrimination," mandating that platforms cannot set different prices for the same product or service under similar conditions without consumer knowledge [7] - Platforms are required to provide evidence of their pricing mechanisms when consumers claim price discrimination, thereby safeguarding consumer rights [7] Group 4: Regulation of Competitive Practices - The regulations aim to curb "involutionary" competition by prohibiting platforms from forcing merchants into unnecessary services or promotional activities, thus protecting merchants' operational autonomy [9] - Specific illegal practices such as "choose one from two" and unreasonable fees are clearly defined, establishing a comprehensive protection system for all stakeholders involved [9] Group 5: Execution of Rules and Appeals - The new regulations introduce a system for executing platform rules, requiring platforms to provide clear reasons and legal bases when taking negative actions against merchants or consumers [10] - A streamlined appeals process will be established, ensuring that merchants and consumers can challenge decisions effectively and receive fair treatment [10]

Core Insights - The article highlights the significant growth of iQIYI's international platform, with a 114.5% year-on-year increase in content viewership, driven primarily by Chinese-language content [1][3][4] Group 1: Content Performance - The 2025 global content popularity list shows a diverse range of genres, including urban romance, historical fantasy, and traditional cultural adaptations, indicating a shift from reliance on single blockbuster hits to a more varied content strategy [3][4] - The top Chinese-language series, "Love You," achieved the highest viewership, showcasing the ability of modern themes to resonate across cultures by integrating traditional Chinese medicine into its narrative [4][12] - Other successful series like "White Olive Tree" and "Dual Track" demonstrate the innovative diversity of Chinese-language dramas, appealing to global audiences through emotional resonance and cultural themes [12][13] Group 2: Market Expansion and Localization - iQIYI has expanded its international reach to over 190 countries, distributing more than 8,000 episodes of Chinese-language content and over 500 films, with a focus on localized operations to cater to regional preferences [20][21] - The platform's success in Thailand, where 8 out of the top 10 dramas are dubbed in Thai, illustrates the effectiveness of localized content strategies in reducing language barriers and enhancing viewer engagement [21][24] - iQIYI's multi-faceted revenue model, including AVOD, SVOD, and TVOD, allows for tailored monetization strategies across different markets [21][25] Group 3: Financial Growth - Financial reports indicate steady growth in iQIYI's international membership and advertising revenue, with membership income increasing by over 40% year-on-year in key markets like Brazil and Mexico [24][25] - The international business is emerging as a second growth curve for iQIYI, with record highs in daily membership numbers and revenue growth in recent quarters [24][25] Group 4: Competitive Strategy - iQIYI's strategy focuses on producing original Asian content, particularly from East and Southeast Asia, rather than competing directly with global giants like Netflix [26][29] - The platform's emphasis on understanding and operating within Asian cultural contexts positions it uniquely in the market, allowing for sustainable content ecosystems rather than relying solely on blockbuster hits [26][29]

Core Viewpoint - iQIYI's new drama "Tree of Life" is set to premiere on January 30, 2023, on CCTV-8 and will be exclusively available on iQIYI, aiming to capture the peak traffic during the Spring Festival marketing campaign [1] Group 1: Content and Production - "Tree of Life" is co-produced by several major entities, including China Central Television and iQIYI, featuring a top-tier creative team that has generated significant anticipation, with over 1 million reservations on iQIYI and Weibo by January 27 [2] - The drama tells a realistic story set in 1996 Qinghai, focusing on a female police officer and a deputy county head combating poaching and protecting the ecological environment, addressing deep themes of human-nature balance [2] - The production involved 188 days of on-site shooting, authentically showcasing the stunning landscapes of the Kekexili plateau, creating a high-quality marketing environment for brands related to green and healthy lifestyles [2] Group 2: Marketing and Brand Engagement - iQIYI has established a reputation for producing hit dramas during the Spring Festival, with past successes like "The Douluo Continent" and "The World" solidifying its status as a reliable platform for brand marketing during this peak season [4] - The current timing is critical for brands to leverage iQIYI's strong audience engagement, making it an optimal moment for brands to connect with high-value consumers and drive effective conversion from brand exposure to purchase decisions [4] - In addition to "Tree of Life," iQIYI has a diverse content lineup for the Spring Festival, including various genres such as dramas, variety shows, movies, and animations, ensuring sustained engagement and long-term marketing opportunities for brands [5]

上周，长视频领域波澜再起。 短短一周时间内，爱奇艺与腾讯视频先后更新了其内容分账政策。一家将分账模式推广至全品类，另一家则针对横屏分账剧集祭出"上不封顶"的激励组合 拳，两家平台几乎同时在内容收益机制上迈出关键一步，使沉寂许久的内容分账赛道重新变得热络。 而这两家平台的动作不仅标志着平台与片方关系进入了深度绑定的"后验时代"，也预示着内容生产模式可能即将迎来更深刻的市场化重构。 长视频行业正加速从单纯的版权采买模式向更具生命力的风险共担、收益共享模式转型。 长视频平台分账新规的 2026年开年，腾讯视频、爱奇艺相继对分账体系进行升级，核心逻辑均指向了"提质增效"与"长期价值"。 1月23日，腾讯视频发布了横屏分账剧和自制竖屏短剧的全新合作政策。其中，横屏政策首次覆盖长剧、中剧、短剧三大品类，从制度上打破了不同体量 内容之间长期存在的藩篱。 此次新规的最大亮点在于对"长尾价值"的挖掘与对"头部项目"的重赏。 新的分账规则由基础激励与阶梯式奖励共同驱动。在纯分账模式下，剧集票房超100万元的部分即可获15%额外激励；而在"保底+分账"模式中，平台不仅 取消了保底上限，更设置了逐级递增的后验阶梯奖励。例如当票房跨越 ...

Core Insights - The Chinese internet advertising industry has transitioned from a phase of "incremental traffic acquisition" to a focus on "efficiency extraction from existing resources" [1][2] - The new rule emerging from this differentiation is that technology determines efficiency, efficiency drives revenue, and ecosystem shapes the landscape [2] Group 1: Advertising Revenue Performance - Alibaba's advertising revenue for Q3 2025 reached 789.27 billion yuan, a 10% year-on-year increase and a slight 2.1% quarter-on-quarter growth, maintaining its leading position in the industry [5] - Pinduoduo's online marketing service revenue was 533.48 billion yuan, an 8% year-on-year increase but a 1.2% quarter-on-quarter decline, indicating a strategic focus on long-term ecosystem development [6][7] - Tencent's marketing service revenue grew by 21% to 362 billion yuan, showcasing the effectiveness of its technology-driven approach [7][8] - JD.com's market and marketing revenue increased by 23.7% to 256.88 billion yuan, driven by the growth of its food delivery business and AI-enabled advertising solutions [10] - Bilibili's advertising revenue reached 25.7 billion yuan, with a 23% year-on-year growth, attributed to the maturation of its user base [11] Group 2: Challenges Faced by Mid-Tier Platforms - Baidu's online marketing revenue fell by 18.6% to 153 billion yuan, primarily due to budget cuts from advertisers and the restructuring of search scenarios by AI [12][14] - Zhihu's advertising revenue declined by 26.19%, reflecting a mismatch between its high-knowledge user base and consumer conversion needs [15] - Automotive media service revenue for Che168 dropped by 8.59%, as traditional advertising models struggle against the evolving strategies of new energy vehicle companies [16] Group 3: Industry Trends and Future Outlook - The differentiation in advertising revenue among internet companies in Q3 2025 signifies a reconstruction of internet marketing value logic, focusing on traffic depth, transaction closure, and technology adaptation [16] - Platforms achieving growth typically exhibit a combination of extensive traffic, ecosystem closure, and deep integration of AI technology, while declining platforms often lack these comprehensive advantages [16] - The future of internet marketing will prioritize platforms that can achieve ecosystem synergy, embedded technology, and full-link value delivery, moving away from traditional single-channel models [16]

1月16日，扬州爱奇艺乐园正式对外售票。首批公布的价格为标准单人票常规日198元，高峰日258元。 在当天举行的开票仪式上，爱奇艺创始人、CEO龚宇表示："我们深知用户渴望跳出屏幕、沉浸式互 动，而这座乐园正是线上IP与线下体验的融合之作。" 每经记者｜宋美璐 王帆 实习生 戴雨岑 每经编辑｜王帆 ...

为更好满足广大师生群体高质量、有意义的娱乐消费需求，爱奇艺近日全面升级"师生专属订阅特惠"。 全国教师及16至24岁的学生，在爱奇艺完成身份认证后，即可以优惠价订阅黄金VIP和白金VIP的连续 包月、连续包年服务，低至五折起。最低每月12元畅享丰富内容、高品质视听等会员权益。 爱奇艺推出师生特惠订阅会员服务已有近两年。此前，学生订阅黄金会员连包月卡或连包年卡、教师订 阅黄金和白金会员年卡可享优惠价五折起。此次升级进一步丰富了教师和学生的订阅选择，即学生在原 有黄金会员特惠基础上，新增白金会员选择，可满足学生在大屏场景观看影视内容的需求；面向教师人 群，则增加了黄金和白金会员连包月卡的优惠，供教师用户按需灵活选择。16-24岁学生用户和教职工 在爱奇艺App"师生特惠"专区完成认证后，即可享专属订阅优惠。 当前，爱奇艺平台根据用户的多样化需求，提供基础、黄金、白金、星钻会员产品供用户按需选择。面 向师生提供特惠的黄金和白金会员，是面向个人和家庭的标准订阅产品。黄金会员适用手机、平板、电 脑等移动端的4K超高清观看，满足个人用户使用需求，并专享加8元为家人开通黄金亲情卡独立账号的 超值体验。白金会员适用电视大屏等 ...

Core Insights - The long video industry is facing intensified challenges in 2025, with a projected 20% decrease in effective views for the top 20 long dramas, dropping from an average of 100 million views per episode to 60 million [1] - Major platforms like iQIYI, Tencent Video, and Youku are reforming their content cooperation models to establish a profit-sharing system, indicating a shift towards a more sustainable content ecosystem [1][2][5] - The rise of profit-sharing content signifies a move away from the era of "traffic inflation," emphasizing a return to quality content as the foundation for attracting viewers [1][6] Group 1: Industry Trends - iQIYI's new profit-sharing regulations cover various content types, including dramas, variety shows, films, and animations, aiming for a unified revenue calculation based on platform income and tiered ratios [2] - Tencent Video has introduced new collaboration policies for horizontal and vertical screen dramas, enhancing incentives for both pure profit-sharing and guaranteed plus profit-sharing projects [4] - The collective shift towards profit-sharing models is a response to external pressures and aims to create a more sustainable and mutually beneficial ecosystem for platforms and content creators [7] Group 2: Content Quality and Market Dynamics - The implementation of the Effective Play Index (EPI) by platforms like Youku is designed to provide a clearer picture of content performance, linking creator income directly to viewer engagement and advertising effectiveness [5][8] - Successful examples of profit-sharing dramas, such as "Old Uncle," demonstrate the potential for high-quality content to thrive under this new model, breaking previous revenue records [10][11] - The transition to a profit-sharing model is expected to lead to a more competitive landscape, where content quality and audience engagement become the primary drivers of success, rather than reliance on star power [12][14]